Abstract
With the rapid development of China’s convention and exhibition industry, exhibitions have become more and more in numbers but with uneven qualities and lack of industry norms and evaluation standards. The study of the exhibition evaluation system is conducive to the sustainable development of the exhibition industry. In this study, the indexes and weight degrees of exhibition evaluation from exhibitors’ perspectives are explored. Through the literature review of exhibitors and exhibition evaluation, and in-depth interviews with relevant enterprise personnel and experts, the indexes of exhibitors’ exhibition evaluation are determined and the exhibition evaluation system is constructed. After the data processing and analysis of the questionnaires, an empirical study on the important factors of exhibitors’ exhibition evaluation is conducted, aiming to provide important enlightenment for exhibitors to improve exhibitions’ qualities.
Highlights
The results show as follows: a) evaluation of the evaluation index system: the mean values of four major factors and the 35 items are all greater than 3.5, indicating that the evaluation index designed in the formal questionnaire is reasonable for exhibitors, with 35 index factors all influential factors of exhibitors’ exhibition evaluation. b) evaluation of four major factors: the mean value of exhibition brand and image is 4.2675, the mean value of exhibition service is 3.8844, the mean value of exhibition cost is 3.77, and the mean value of exhibition revenue is 4.165
The results show that the weights of “exhibition brand and image”, “exhibition service”, “exhibition cost” and “exhibition revenue” are 0.227, 0.277, 0.277 and 0.219, respectively
The results show that four main factors have different impacts on exhibition evaluation of exhibitors
Summary
Chinese scholars’ research on exhibitors is mainly about exhibitors’ satisfaction, exhibitors’ behavior decision, etc. With the literature searching on CNKI, there are only 26 dissertations aiming to studying on exhibitors, of which only 12 in the past five years; about 60 periodical articles aiming to studying on exhibitors, with the research subjects of exhibitors’ satisfaction and exhibitors’ behavior decision as those of dissertations. In Lu Shizhi’s (2011) research, the results showed that exhibitors pay more attention to exhibition quality, brand and other factors that can bring tangible. Among literature from other countries, the important factors for exhibitors of choosing exhibitions can be concluded with the quantity and quality of visitors, on-site arrangement of the exhibition hall, service guarantee of the exhibition and cost budget of the exhibitors
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